There are things people just love to hate.
From waiting to pee in a washroom stall to waiting in line at the supermarket, it seems that no matter how advanced things get — the queueing dilemma will stay.
And the reason for this: a mammoth marketing scheme.
In fact, queuing-prone establishments have visitor counting programs in place to measure their employee-customer ratio. By acquiring this seemingly peculiar data, it becomes possible for business owners to make this dilemma an opportunity.
Here are the reasons queueing still happens and why it’s going to be there for a longer time.
It’s Very Economical for Businesses to Have Customers Wait
Queueing is more related to a marketing principle than it’s a problem. The reason famous business establishments always have long lines is all about building up excitement. One traditional marketing theory that seems to work is that when you give people just the right kind of delay, it’ll end up as becoming a factor why they’re likely to go back. For businesses, apart from making the purchase, customer loyalty is also just as valuable as the profit itself.
Waiting in Line Isn’t the Problem, but the Customer Service
Remember the moment where you’re in a gigantic Starbucks line one hectic afternoon?
Chances are it wasn’t that bad.
You see, queuing rarely becomes a problem as long as the customers feel they’re taken care of. Businesses even use this opportunity to solicit and advertise their products. Notice that well-presented free samples usually go around long lines? That’s a customer-first initiative and strategy to generate more sales.
Shorter Lines Aren’t Practical
While experiencing a smooth flowing purchase of goods is the dream everyone thought of at some point, it’s simply not going to work.
One purpose of queues is to let prospecting clients know that the particular establishment is very alive and that a lot of patrons trust their services. Can you imagine seeing an attractive, talk-of-the-town shop with little to no customers? Of course not.
Indeed, queueing is something that’s impossible to avoid. But, the key is determining the value it can provide to make the experience more fulfilling.